Factors Affecting E-Marketing Adoption: The Case of Selected Star Rated Tourist Standard Hotels in Bahir Dar City

Nuru Baye

dc.contributor.author	Nuru Baye
dc.date.accessioned	2021-08-20T09:28:31Z
dc.date.available	2021-08-20T09:28:31Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12536
dc.description.abstract	Now a day traditional marketing switched to e-marketing because of latest technological advances on the field of marketing but most hotels does not adopt e-marketing yet because of different factors. The purpose of the study was to analyze the factors Affecting E-Marketing adoption in the case of selected star rated tourist standard hotels in Bahir Dar City. The study used Quantitative research approach to determine the relationship between dependent and independent variable in a population and to test hypotheses. The researcher used descriptive and inferential data analysis systems. As a descriptive analysis central tendencies like mean standard deviation which are used to organize and summaries the demographic data’s of the respondents. As inferential statistics the researcher used multiple linear regression and Pearson correlation. Both primary and secondary sources were used to collect the necessary data’s. As primary source the researcher collects data’s from employees of the selected hotels through structured questioners. As a secondary source the researcher collected data from Bahir Dar City Bahile Tourism and Sport Memria about the hotels. This study used Purposive (judgmental) sampling which is a non-probability technic. Target population of the research was 12 hotels which are star rated and the sample size of the study was 279 employees of the selected hotels. Statistical package of social science (SPSS) was used to process and analyze the collected data’s. It was found that manager’s innovativeness, government support, skilled man power, IT infrastructure and financial capacity were positive and significant relationship on e-marketing adoption but customer pressure had insignificant relationship with e marketing adoption. From the Regression Analysis all the independent variables accounted about 0.705 or 70.5% of contribution for e-marketing adoption. The overall result showed that the independent variables had Positive and statistically significant effect on e-marketing adoption. Based on the research findings appropriate recommendations were forwarded. Finally the researcher gave future research implication areas.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Factors Affecting E-Marketing Adoption: The Case of Selected Star Rated Tourist Standard Hotels in Bahir Dar City	en_US
dc.type	Thesis	en_US